Grill'd announced a new $3.50 value offering. But we really weren’t a brand known for discounts.

The fix was in the name. “Thrifty” made the price sticky, and repositioned budget-conscious eating as savvy decision-making.

My naming and framing of the new menu helped it launch to exceptional commercial success, delivering a 5x increase in volume during key dayparts without cannibalising other menu items.

Agency: In-House
Creative Director: Callum Tyler
Senior Designer: Jack Fitzgerald, Anna Topilidou
Digital Designer: Elijah Gall
Radio: Production Alley
Social: Kieran Jackson, Megan Bongiorno